10 Broker Strategies to Get More Attention from the C-Suite

Quick look: Gaining endorsement from the C-suite requires insight, empathy, and strategic alignment. For brokers, that means shifting from a transactional mindset to a consultative one. Here are 10 ways to tailor your sales strategies and convey the value of a professional employer organization (PEO) so you can stand out from competitors and create more meaningful connections with business leaders.

Small and medium-sized business (SMB) leaders are increasingly engaged in workforce management, recognizing the crucial role employees play in the company’s success. Brokers are uniquely positioned to help executives attract and retain talent; however, properly framing the discussion is key.

C-suite professionals often prioritize return on investment (ROI), and starting conversions with insurance specifics may fail to attract their attention.

Here are 10 tips to generate more interest from busy, cost-conscious C-suite executives, whose buy-in is necessary for growing your book of business:

1. Learn about your prospects

Conduct thorough research before reaching out by reviewing the company’s history and the challenges its industry currently faces.

Additionally, learn about the individual(s) you plan to meet and look for areas where you can make a genuine personal bond. Did you attend the same university? Do they volunteer for an organization you admire? Have they recently published an article you found interesting?

Equipping yourself with knowledge about the business and its leaders will increase your confidence and help break the ice quickly.

2. Dive deep into business goals

Before discussing potential solutions, it’s essential to learn more about the company’s goals. Even similarly sized organizations in the same industry may have drastically different objectives.

Ask SMB leaders to share their company vision for the next 12 to 24 months. Are they looking to increase revenue? Trying to improve operational efficiencies? Focusing on scalability?

Use this intel to customize your messaging. For example, if the business is expanding into new states, emphasize how a professional employer organization (PEO) can support multi-state compliance. If retention is an issue, highlight how access to Fortune 500-level benefits can improve employee satisfaction.

This level of preparation shows prospects that you understand their perspective, making your discussions more meaningful.

3. Talk more about results and less about insurance

Although you’re in the insurance business, C-suite executives are more receptive to hearing about how your offerings can help them solve problems, mitigate risk, and experience peace of mind.

Partnering with a PEO like ExtensisHR enables you to equip SMB leaders with human resources (HR) management and compliance services they need but may not be aware of. When C-suite executives understand the breadth of solutions you can offer, they’ll also realize the value of working with you.

To do so, connect PEO capabilities to leadership-level pain points, such as talent acquisition, employee retention, and cost control. For instance, you could:

• Highlight how a PEO partnership can reduce administrative overhead and free up leadership to focus on growing the business
• Share benchmarking data or cost comparisons that show the value of a co-employment model
• Explain how compliance support from a PEO can protect the company from ever-evolving legal risks

4. Emphasize education 

Many business leaders focus on growing the organization, so they welcome guidance when navigating the complexities of insurance and other employee benefits. Become an open book to answer their questions. Break down plans in a way they can understand. Make the conversation about more than just the bottom line. Executives will start to see insurance in a new light and recognize its value, and yours, more fully.

By acting as a trusted advisor, you can shift the relationship from transactional to strategic. To earn that role, brokers should:

• Stay current on HR, benefits, and compliance trends affecting SMBs
• Proactively identify new opportunities or risks for clients
• Offer thought leadership through articles, webinars, etc.

5. Come prepared to share insights

Help prospects evaluate solutions by providing apples-to-apples comparisons and tying your recommendations to their specific goals, budgets, and objectives. Brush up on financial terms and key business metrics so you can speak their language and calculate numbers reflective of their actual situation. Knowing these figures will show you understand the balancing act the C-suite must manage when weighing options.

For example, when presenting PEO services, you could focus on:

• Time savings: How many hours per month can be reclaimed by outsourcing HR functions?
• Cost reductions: What savings are expected for benefits, payroll, workers’ compensation, or recruiting?
• Risk mitigation: How does a PEO partnership help prevent costly compliance mistakes?
• Growth enablement: How could your offering allow them to scale faster or better attract top talent?

Speaking concisely and highlighting what you have learned about their organization can turn a standard conversation into a value-driven dialogue.

6. Know where HR fits in

It’s tempting to aim your discussions at executive leadership, but the company’s HR department can be your greatest ally or your biggest hurdle.

Before kickoff, learn more about the company’s structure. Who are the key decision-makers? Who has a strong influence behind the scenes? Include HR stakeholders early on and use their insights to drive your solutions.

While the HR department’s goals will likely align with those of leadership, they may have additional considerations. Your job is to provide solutions for both, or one that bridges the gap between the two.

7. Share targeted, concise information

Busy C-suite executives are often more receptive to easily digestible, information-rich content, rather than lengthy sales and marketing materials. Short videos, guides, infographics, checklists, blog articles, and white papers can effectively communicate important points about employee health benefits and workforce management strategies memorably.

Some broker-friendly PEOs, such as ExtensisHR, regularly produce valuable, industry-specific content that you can quickly and easily share with SMB leaders. Utilize these resources to further the conversation with prospects.

8. Build trust through credibility

C-suite professionals are more likely to listen to your message if they recognize you as an authority.

Your perspective and your proven results are what differentiate you from your competitors. Learn about trends in recruiting, employee benefits, and talent retention. Attend industry conferences, participate in discussion panels, and hold your own informational seminars. When speaking with prospects, present client testimonials highlighting before-and-after metrics, such as reduced turnover, benefits savings, or improved compliance.

9. Don’t be afraid to ask for a referral

Word of mouth is one of the most effective forms of advertising, and you automatically stand out to prospects when they’ve been referred to you by a trusted colleague.

However, SMB leaders are busy, and sharing professional services experiences with others may not be their priority. Make it a habit to periodically check in and ask if they know any fellow executives who could benefit from your services. A simple, well-timed nudge can turn into your next big opportunity.

10. Lead with empathy

Shift your mindset from “how can I grow my book of business?” to “how many people can I help today?” Position yourself as a supportive ally at every stage and use that service-first perspective to guide every interaction with prospects.

The empathetic journey continues when they become clients. Share relevant articles, congratulate them on business wins, or simply check in to see how they’re doing. These small touches help deepen the relationship and foster trust, so when an HR or benefits need arises, you’ll be the first person they call.

ExtensisHR: the right PEO partner to help you stand out

Aligning with a PEO that understands the needs of both brokers and SMBs equips you to deliver real value and earn the C-suite’s trust. ExtensisHR fits the bill with its:

• Unparalleled customer service from day one: Clients benefit from a dedicated Implementation Manager, Account Manager, HR Business Partner, Payroll Specialist, and support from our Employee Solution Center that answers worksite employees’ inquiries in seconds.
• Unique and customizable solutions: Including complimentary recruiting services and PEO Premier®, an all-inclusive, fully outsourced offering.
• Broker-friendly philosophy: Designed to help you expand your portfolio, acquire new, long-term clients, and earn competitive commissions.

PEO brokers who take the time to understand each client’s business model, tailor their approach, and partner with a proven PEO provider are the ones who will rise above the competition and build executive-level relationships that last for years to come.

Want to learn more about how ExtensisHR’s personalized PEO solutions and collaborative approach can help you succeed? Contact us today to start a conversation.